As a form of projective techniques, we have conducted a animal-fication exercise with our users and non users from the focus group. We have choose an animal-fication instead of the usual personification is the fact that SK-II is closely linked to its ambassadors, which may heavily influence that the person-image of SK-II.
PROJECTIVE TECHNIQUES
White Leopard. Luxurious.
- Sherlyn.
USERS
NON-USERS
Crocodile. Exotic and Expensive.
- Gerlin.
Jellyfish. Gentle in their movement but yet elegant.
- Carmen.
Penguin. Really smooth white skin.
- Xiang Yi.
Snake. After it sheds its skin, the new skin feels so smooth and silky.
- Sharon.
Flamingo. Elegant and graceful.
- Chris.
Persian cat. Very elegant and feminine.
- Wei Ling.
Cheetah. Cool and elegant, feel like the king of the king.
- Joan.
Abalone. Luxurious but good for the body.
- Wanning.
White horse.
- Siew Lan.
SUMMARY
SIMILARITIES
As we compared across both users and non-users, there are a few similar associations made of SK-II such as elegant, luxurious and expensive. This is why we have considered them as characteristics of users in for one of our survey questions to have evidence to prove the projective technique results. Furthermore, almost 8 out of 10 animals that have been mentioned are considered rare and unique that we hardly get to see them in our every day’s lives. This can be imply that in the eyes of many Singaporean, SK-II is still considered a premium luxury, which they see as a everyday commodities but rather “the little secret” that one’s used to pamper himself or herself.
DIFFERENCES
One differences among the users and non-users is the fact that non-users perceive SK-II from advertisements so much so that their perception only remains in just having beautiful smooth white skin. However, as the users themselves, the animal they choose to play a function that they have benefitted it from using SK-II. For example, the snake shedding it’s skin or the abalone being good for your body. This can imply that the users being users do understand the rational benefits that SK-II can give to them whereas the non-users could only see one clear function, which is beautiful skin. It does make us wonder whether the advertisements may be too focused on providing a brand experiences and have neglected the functional benefits that SK-II has. This is important, as at the bottom line, what matter most is that the product has to a good product and consumers understand this.
